Tim Gutteridge, founder and Managing Director of Floorfillers Entertainment, had built Lincolnshire’s top-rated DJ company through exceptional service delivery. With over 400 weddings and events under his belt, the reputation was solid. The reviews were glowing. But the website wasn’t pulling its weight.
The problem wasn’t traffic. Loads of people were finding Floorfillers through word-of-mouth referrals and organic search. The problem was conversion. Visitors were landing on the site, having a browse, and leaving without enquiring. The website copy just wasn’t closing the deal.
Tim needed content that matched the quality of his service – copy that would turn browsers into bookings.
Enter: A Copywriter
I took on the complete website copywriting project for Floorfillers Entertainment, applying persuasive copywriting principles throughout every page. The strategy centred on three core elements:
1. Selling the Result, Not the Service
Nobody books a DJ. They book a packed dance floor. They book guests talking about the night for years. And They book the moment when their nan gets up to dance to ABBA.
I rewrote the entire site to focus on outcomes rather than features. Instead of listing equipment specs and DJ credentials, the copy paints a picture of what the client’s event will feel like when Floorfillers delivers.
2. Addressing Objections Head-On
The events industry has a reliability problem. Freelance DJs cancel. Budget operators cut corners. The copy needed to directly confront these fears: backup DJs on standby for every booking, transparent pricing with manageable deposits, and a track record of fulfilling every single event.
This tactic converts even hesitant visitors by eliminating the reasons they might click away.
3. SEO-Driven Page Architecture
High-converting copy means nothing if nobody sees it. I structured the website around the search term “DJ in Lincolnshire” and its variations, creating dedicated service pages for weddings, parties, corporate events, and sports events, plus location-specific pages targeting key Lincolnshire towns. This ensures Floorfillers appears on the first page of Google for relevant searches, capturing visitors who don’t yet know Tim’s name but need his service.
The Results
| Metric | Result |
|---|---|
| Website Conversion Rate | 9% |
| Industry Average | 2-3% |
| Performance vs Average | 3-4x higher |
| Google Ranking | First page for “DJ in Lincolnshire” |
The 9% conversion rate places Floorfillers in the top tier of website performance. According to industry data, the average website conversion rate sits between 2% and 3%. Floorfillers is converting at three to four times the industry average.
Why Copywriting is Important
Some might attribute these numbers solely to Floorfillers being the top-rated DJ in Lincolnshire. Reputation certainly helps – word-of-mouth referrals bring in warm traffic that’s already predisposed to buy. But reputation alone doesn’t convert website visitors. The copy does.
When someone lands on the Floorfillers website – whether through a Google search or a friend’s recommendation – they encounter copywriting that speaks to their concerns, paints a compelling picture of their event, and makes enquiring feel like the obvious next step.
A Personal Endorsement (Or: How I Became My Own Case Study)
After spending weeks writing copy for a DJ company, I ended up knowing far too much about what separates a good DJ from a disaster waiting to happen. I read reviews about freelancers who cancelled last minute for better offers, and budget DJs who turned up to events with speakers that sounded like they were underwater. I read allll about the DJs who show up with a pre-made playlist and zero ability to read a room. And I realised just how much goes into curating a party atmosphere, and how it can ruin an event if you get it wrong.
So a few months later, when it came time to throw my 30th birthday party, there was really only one option.
I hired my own client.
I threw a “Funeral for My Youth” and I booked out a whole church. 120 people came, all dressed in black, and Floorfillers did what they do best.
The dancefloor was packed pretty much all night. Guests threw so many shapes I was worried I’d have to pick them all up the next day. The church had never seen anything quite like it.
I now recommend Floorfillers to everyone. Not because I wrote their website, but because the copy wasn’t exaggerating.
If you’re looking for a DJ, you won’t find better than Floorfillers. And if you’re looking for a copywriter who understands conversion, SEO, and the art of selling results rather than features, let’s talk.
